Prince Marketing & The Seven Agencies

Written on 12:00 PM by RadhikaR

Presented by Darren Wooley of Trinity P3 at this week's Australian Association of National Advertisers Client-Agency Relationship Hothouse. It provided a nice analogy of the complexities of managing advertising and marketing agencies (or partners) and ensuring that they're delivering best bang for buck. It was also a useful conversation starter for the panel presentations and subsequent discussion.
I find myself still questioning in 2010 how much further have we come since the British ISBA and IPA presented groundbreaking insights into the balancing act of Magic and Logic which is as applicable today as it was back in 2006 when the work was first published. Subsequent iterations etc have been largely been held closely to their communities (if anyone is able to assist me with accessing this content I will be forever in your debt!).
Our overseas counterparts have invested seemingly substantively more into this area than the Antipodeans have and this is where Darren & Trinity P3 have made a notable contribution in this part of the world (and by embracing social media). The industry, the profession and its stakeholders such as CFO's/Procurement needs as much education as it can get. The AANA Hothouse at least serves as a fantastic forum for discussion and gaining traction. Hopefully corporates will see the benefit of having resources that invest in this type of thinking to keep up with a rapidly changing environment and not rely on pure procurement benchmarks as a measure of value or return on investment.
Disclaimer: I have used Trinity P3 as consultants in a professional capacity. I offer no opinion or recommendations of this business in this post. I do extend acknowledgement of their contribution to the online community on this subject however.

Posted in Magic and Logic; advertising agency, marketing, procurement, Trinity P3